PROJECT REPORT

Submitted by:
Students full name : M Ramesh Kumar
Course

: Post Graduate Executive Management Program

Registration Number: PGEMP 32 A/12

PROJECT TITLE

A Study to evaluate the impact of Physicians samples on prescription generation

among Neurologists and Psychiatrists to formulate new physician sample strategy by
minimizing sample budgets to at least 30% over last year
UNDER GUIDANCE OF
Professor

: Dr A B Kulkarni, SPJIMR

Mentor

: Dr Ravisankar Viswanathan, VP-Marketing & Sales, Sun Pharma

Period of Project : April 15, 2013 - June 15, 2013

SUBMITTED TO

Sun Pharmaceutical Industries LTD, Andheri (E), MumbaiMumbai- 400059

TABLE OF CONTENTS
Sr No

Content

Page No

Acknowledgements

Bonafied Declaration

Executive summary

3-6

Brief notes on organization

7-10

Genesis of Identified Issue

11

Project objectives

12

Research Plan

13-15

Data Analysis and findings

16-33

Recommendations

34-35

10

Conclusions

36

11

Limitations

37

12

Future Scope

38

13

Annexures and References

39-42

Acknowledgments
I am grateful to Sun Pharmaceutical Laboratories Ltd. And for giving me an opportunity to work
on the project within the organization.

For the successful completion of my work, I am thankful to my mentor Dr Ravisankar

Viswanathan, Vice President (Sales & Marketing), Sun Pharma, who helped me throughout this
project. Without his encouragement, guidance and interest, this project would not have been
possible.

I am thankful to my project guide Prof A B Kulkarni, SPJIMR, for his valuable time and timely
suggestions.

I would like to thank all the Sales Officers, First line managers and Regional Sales managers of
Sun Pharma (Sirius Life sciences) who helped me during field work and shared their valuable
time with me.

I am extremely thankful to all the Psychiatrists, Neurologists and Neuro-Surgeons who shared their
valuable opinion and time with me.

Once again, thanking all those who have helped me directly and indirectly in the completion my
project.

Bonafide Declaration
This is to certify that the project titled A Study to evaluate the impact of

Physicians samples on prescription generation among Neurologists and

Psychiatrists to formulate new physician sample strategy by minimizing
sample budgets to at least 30% over last year is a bonafide research work
carried out independently by M Ramesh Kumar, a student of PGEMP-32 of
SPJIMR Mumbai, during April 2014 to June 2014, in partial fulfilment of the
requirement for the award of the degree of Post Graduate Executive
Management Program and that the project has not been the basis for the
award of any degree, diploma, scholarship, fellowship or similar titles any
time before.

Signature of the Project Guide

EXECUTIVE SUMMARY
Impact of Physician samples as promotional tools while generating
prescriptions not been tested over decades by any pharmaceutical
company till now and this project aimed at understanding the
influence of Physician Samples as prescription generating tool
Data captured through questionnaires administered to field staff,
neurologists and psychiatrists
Appropriate sample size of 148 field staff (75% of total population),
130 psychiatrists (3.5% of total population) and 116 Neurologists (4%
of total population) for more realistic conclusions
All zones, North, East, West and south India covered for close to
reality findings
Data analysis done in two sections with question wise observations
Findings from responses of Field Staff (Section A)

61% Field staff rated Physician samples as least preferred choice of promotional tools and
59% field staff ranked scientific communication tools as most preferred promotional tools
55% of field staff felt that increase in physician samples leads to increase in sales. This
response clearly shows the psychological attachment of field staff towards physicians
samples as promotional tools with reference to neurologists
37% of field staff said that sales will not decrease with decrease in samples and 29% said
that sales will decrease if we decrease samples. This response also indicates that 29% field
staff have fear that sales gets affected negatively if we decrease samples with special
reference to psychiatrists.

 32% of field staff felt that, samples gets expired with respect to psychiatrists and 28% of
field staff felt that, samples gets expired with respect to neurologists
Majority field force 62% for psychiatrists and 66% neurologists, under the impression
that doctors segregate samples and use in some patients
In contrast to earlier response, field staff (majority 70%) suggesting company to adopt
need based sample method for psychiatrists & Neurologists, which means, samples to be
given by identifying need of doctor
According to 71% field staff with ref to neurologists, reminder cards considered to be the
best reminder and also, 73% felt that reminder cards preferred over samples with ref to
psychiatrists
With respect to giving samples, 49% field staff feels that for psychiatrists and 52%
neurologists, customers usually were given with samples only when they ask. Close to
similar response with ref to giving samples as reminder to doctors
Just 10.6% of psychiatrists and just 7.8% of neurologists only asked for samples in the last
one month This is in contrast with earlier responses and indicate that field staff attached
psychologically with samples.
Majority 70% field staff with reference to psychiatrists and and 84% field staff with
reference to neurologists were in favour of TABLE TOP GIFT REMINDER item preferred
over physicians samples
Findings from responses of Neurologists and Psychiatrists (Section B)

The influencing factor for prescribing a brand for 40% of psychiatrists is familiarity of
representative visiting and for 37% of psychiatrists is familiarity of company

 For 50% of neurologists, the influencing factor for prescribing is familiarity of company
followed by familiarity of brand and representative visiting @ 25% and 23% respectively
Physician samples are influencing factor for only 2% neuros and 9% psychiatrists
For 84% of neurologists and 49% of psychiatrists, the most preferred promotional tool is
SCIENTIFIC COMMUNICATION AND LITERATURE SUPPORT.
PHYSICIAN SAMPLES rated as No-1 promo tool only by 5% of neurologists and 14% of
psychiatrists
The influencing factor for prescribing a brand for 40% of psychiatrists is familiarity of
representative visiting and for 37% of psychiatrists is familiarity of company
The familiarity of brand as per 60% of neurologists is scientific communication and
literature support followed by continuous reminders by medical representative for 33% of
neurologists. But, in case of psychiatrists, the familiarity of brand is because of scientific
communication only by 36% of psychiatrists followed by representative reminders by 35%
psychiatrists
Majority of neurologists 92% said that, they will never change the brand even if they have
samples available with them. Even, Psychiatrists majority 74% said that they will not
change brand even if sample available with them.
For 50% of neurologists, the best reminder is scientific updates followed by patients
feedback on brand in 22% of cases In case of 48% psychiatrists, the most preferred brand
reminder is scientific communication followed by table top remiders
In case of both neurologists and psychiatrists, the least preferred brand reminder is
PHYSICIAN SAMPLES
75% OF NEUROLOGISTS & 72% OF PSYCHIATRISTS Said categorically that, Physician
samples cannot influence them while giving prescriptions

 59% of neurologists and 55% psychiatrists said that they segregate samples item wise and
use in some patients.
27% of neurologists and 28% of psychiatrists said that the samples will expire followed by
14% neurologists and 18% psychiatrists do not know the status as administrative staff
takes them off
Recommendations to company
Company can cut the existing Physicians samples budget by 50%
Company can consider need based sample strategy instead of sending
samples to all territories. It means, physicians samples to be given
only for the doctors where there is a need expressed
Company is suggested to improve scientific communication content while
promoting products instead of banking on small gifts or other tools
Representative familiarity is considered to be the major influencing
factor while recommending brand in case of psychiatrists and company
familiarity is the major factor in case of neurologists. This observation
suggesting the company to have good employee retention strategies
Company is advised to periodically organize good medical training
programs through medical team for marketing planning staff as the
scientific communication

is considered to be the most preferred

promotional tool
Organization has been suggested to show the responses of doctors to
entire field staff at an appropriate platform (preferably cycle meetings)
and make them aware on the fact that it is not physician sample but
the scientific communication which influence the doctor to prescribe a
brand.

COMPANY PROFILE
Sun Pharmaceutical Industries Limited (NSE: SUNPHARMA, BSE: 524715) is a
multinational

pharmaceutical

company

headquartered

in

Mumbai,

Maharashtra

that

manufactures and sells pharmaceutical formulations and active pharmaceutical ingredients

(APIs) primarily in India and the United States. The company offers formulations in various
therapeutic areas, such as cardiology, psychiatry, neurology, gastroenterology and diabetology.
It also provides APIs such as warfarin, carbamazepine, etodolac, and clorazepate, as well
as anticancers, steroids, peptides, sex hormones, and controlled substances.
Sun Pharmaceuticals was established by Mr. Dilip Shanghvi in 1983 in Vapi with five products to
treat psychiatry ailments. Cardiology products were introduced in 1987 followed
by gastroenterology products in 1989. Today it is the largest chronic prescription company in
India and a market leader in psychiatry, neurology, cardiology, orthopedics,ophthalmology,
gastroenterology and nephrology.
The 2014 acquisition of Ranbaxy will make the company the largest pharma company in India,
the largest Indian pharma company in the US, and the 5th largest speciality generic company
globally.
Over 72% of Sun Pharma sales are from markets outside India, primarily in the US. The US is
the single largest market, accounting for about 54% turnover;in all, formulations or finished
dosage forms, account for 93% of the turnover. Manufacturing is across 26 locations, including
plants in the US, Canada, Brazil, Mexico and Israel. In the US, the company markets a large
basket of generics, with a strong pipeline awaiting approval from the U.S. Food and Drug
Administration (FDA).
Sun Pharma was listed on the stock exchange in 1994 in an issue oversubscribed 55 times.
The founding family continues to hold a majority stake in the company. Today Sun Pharma is
the second largest and the most profitable pharmaceutical company in India, as well as the
largest pharmaceutical company by market 1pprox.1zation on the Indian exchanges.
The Indian pharmaceutical industry has become the third largest producer in the world in terms
of volumes and is poised to grow into an industry of $20 billion in 2015 from the current
turnover of $12 billion.In terms of value India still stands at number 14 in the world.

Acquisitions and Joint Ventures

Sun Pharma has complemented growth with select acquisitions over the last two decades. In
1996, Sun purchased a bulk drug manufacturing plant at Ahmednagar from Knoll
Pharmaceuticals and MJ Pharmas dosage plant at Halol that are both U.S. FDA approved
today. In 1997, Sun acquired Tamil Nadu Dadha Pharmaceuticals Limited (TDPL) based

in Chennai, mainly for their extensive gynaecology and oncology brands. Also in 1997, Sun
Pharma initiated their first foray into the lucrative US market with the acquisition of Caraco
Pharmaceuticals, based in Detroit.
In 1998, Sun acquired a number of respiratory brands from Natco Pharma. Other notable
acquisitions include Milmet Labs and Gujarat Lyka Organics (1999), Pradeep Drug Company
(2000), Phlox Pharma (2004), a formulation plant at Bryan, Ohio and ICN, Hungary from Valeant
Pharma and Able Labs (2005), and Chattem Chemicals (2008). In 2010, the company acquired
a large stake in Taro Pharma, Inc., amongst the largest generic derma companies in the US,
with operations across Canada and Israel. The company currently owns ~ 69% stake in Taro,for
about $260 million.
In 2011, Sun Pharma entered into a joint venture with MSD to bring complex or differentiated
generics to emerging markets (other than India).
In 2012, Sun announced acquisitions of two US companies: DUSA Pharmaceuticals Inc., a
dermatology device company; and generic pharma company URL Pharma, Inc. In 2013,the
company announced an R&D joint venture for ophthalmology with the research company,
Intrexon.
In a landmark deal on 6 April 2014, Sun Pharma announced that it would acquire 100%
of Ranbaxy Laboratories Ltd, in an all-stock transaction, valued at $4 billion. Japans Daiichi
Sankyo held 63.4% stake in Ranbaxy. After this acquisition, which is expected to close by end
2014, Sun Pharma would be the largest pharmaceutical company in India, the largest Indian
Pharma company in the US,and the 5th largest generic company worldwide.

SUN PHARMA JOURNEY FROM 1983 onwards

There are 21 marketing divisions of SUN PHARMA delivering promotional message

to specialty customers. These marketing divisions offer a range of prescription
brands that cover all or most of the conditions seen in that chronic therapy areas
such as cardiovascular, psychiatry , neurology, gastroenterology, respiratory,
ophthalmology, orthopaedics, Oncology, Urology, Diabetology, Gynaecology etc. All
these divisions have independent sales and product management teams that work to
create a prescription pull.

CNS DIVISIONS
Sun Pharma covers the CNS segment of doctors with its 4 CNS divisions namely
Synery, Symbiosis, Sirius and Symenta. The product offering of CNS SBUs caters
to psychiatrists, neurologists, and consulting physicians.

Anti
epileptics

Anti
psychotics

Acute
Stroke

Anti
parkinson's

Migraine

Dementia

The top 10 CNS brands of Sun Pharma are :

LEVIPIL (Levetiracetam)
NEXITO (Escitalopram)
ENCORATE (Sodium Valproate)
STROCIT (Citicoline)
OXETOL (Oxcarbazepine)

SYNDOPA (Levodopa + Carbidopa)

MAXGALIN (Pregabalin)
OLEANZ (Olanzapine)
BETACAP TR (Propranolol)
PRAMIPEX (Pramipexole)
10

GENESIS OF THE IDENTIFIED ISSUE

During the current financial year (2014-15), for all 4 CNS Divisions the budgeted expense
for the Physicians samples is close to INR 4 crores.
Giving physicians samples for influencing a doctor to write prescription is the traditionally
followed practice by the pharmaceutical industry since ages, which has not been evaluated
by any company or agency later on the impact of physicians samples on prescription
generation.
With the advent of improved technologies and other CRM practices, influencing doctors for
prescribing a product underwent dynamic changes in the recent past.
In the current scenario, it is important to look at the traditional physician sampling strategy
and adopt a rational approach so that, an organization can minimize the promotional
expenses especially with reference to sampling strategy.

Scope of the project:

To conduct primary and secondary research to identify and evaluate the influence of
physicians sample for prescribing decision of doctors which becomes the basis for
formulating sample related sales promotional strategy
Primary research includes

Meeting Psychiatrist and neurologists spreading across India in pre-decided

sample numbers

Collect opinion through a questionnaire covering the aspects related to the

scope of project

Analyze the findings to have fair understanding

Secondary research includes

Studying available data in the print media

Interactions with field force

External survey

This project is important to finalize Sun pharma CNS divisions physician

sample related promotional strategy for the coming years

11

PROJECT OBJECTIVES
Primary Objective
To capture & understand the impact and attachment of Physician samples as
promotional tools among field staff while promoting brands by administering a
planned set of questions
To capture & understand the importance of physician samples as brand reminders
for brand recall among Psychiatrists and Neurologists by administering a planned set
of questions

Secondary Objective
Perception mapping and analysis of various promotional tools, including Physicians
samples to arrive at an appropriate physician sample strategy for Sun CNS SBUs.

12

RESEARCH PLAN
1. Secondary research:
Secondary data was collected before designing the questionnaire relevant to the project
to get brief insights about the research work.
Information was collected through various sources which include textbooks, websites and
articles.
The following information was collected:
Current sample budgets of Synergy Symbiosis Sirius and Symenta Divisions of Sun
Pharma from actual budget meeting formats
A sample survey by involving internal colleagues working for various divisions has
been done to arrive at an understanding on the proposed project
After thorough understanding, two questionnaires were prepared to administer one on
field staff who is instrumental for bottom line sales and second one on important
selected psychiatrists and neurologists of the country

13

2. Primary Research

Sr

PARAMETER

DESCRIPTION

No.
1.

Research type

Quantitative Research

2.

Tool of data collection

A market research questionnaire containing

multiple choice and dichotomous questions.

3.

Type of questionnaire

Structured

4.

Mode of Data

One to one interview involving field sales

collection

officers and managers

Sample selection

Sales Officers, front line managers and sample

5.

of doctors from psychiatry and neurology

segments

6.

Target Respondents

Psychiatrist, Consulting physicians, Neurologist

7.

Sample size

394

8.

Sample unit

Psychiatrist: 130

distribution

Neurophysicians: 116
Field workers (Sales officers and FLMs):148

9.

Sampling Technique

Convenience sampling based on geography

10.

Areas covered

All states were covered in India

14

Areas Covered to carry out the research work

o West Zone: Maharastra, Gujarat,

o South Zone : Andhra Pradesh, Tamilnadu, Kerala and Karnataka

o Central Zone : Madhya Pradesh

o East Zone : Kolkata, West Bengal, Guwahati, Bihar

o North Zone: Delhi, Rajasthan, Chandigarh, Punjab/Haryana

15

DATA ANALYSIS
Analysed data in two sections to arrive at results
CHAPTER 3A helped to analyse on the perceptions vs reality of the
field workers especially sales officers and front line managers with
respect to issuing samples as promotional tools. To arrive at more
realistic conclusions, responses were segregated speciality wise ie.,
neurologists and psychiatrists.
CHAPTER 3B helped to analyse on the perceptions vs reality on the
utility of physician samples as well as on the customers preferences
with respect to promotional tools
To arrive at more realistic conclusions, responses were segregated
speciality wise ie., neurologists and psychiatrists with sample size
measuring close to 4% of total population.

16

CHAPTER 3A (Responses by field staff based on their

understanding about customer preferences)
Q 1 Please rank promotional tools in your order of preference?(Rank1as
as

most preferred and 4 as least preferred)

OBSERVATIONS
Responses summary total item wise

Rank

1
2
3
4
total

Scientific
Literature

Responses summary % of item wise

Table top
reminder
gift items

Scientific
and
academic
services

Physician
Samples

22
38
60
28
148

87
27
21
13
148

3
24
30
91
148

36
57
39
16
148

Scientific
Literature

Table top
reminder
gift items

24
39
26
11
100

Scientific
and
academic
services

15
26
41
19
100

59
18
14
9
100

PROMOTIONAL ITEMWISE % OF PREFERENCES AS RATED BY FIELD STAFF

70

61

59

60
50
30

41

39

40
24

20

26

Rank 1

26
11

15

19

18

14

16

20

9
2

10

Rank 2
Rank 3
Rank 4

0
Scientific
Literature

Table top
reminder gift
items

Scientific
and
academic
services

Physician
Samples

61% Field staff rated Physician samples as least preferred choice of promotional
tools and 59% field staff ranked scientific communication tools as most preferred
promotional tools

17

Physician
Samples

2
16
20
61
100

2 In Neurology, Your current Maxgalin sale per month is 12pprox... lak per month and you are
getting average of 30 units as samples a month. If we increase samples by 50%, what % of sales may
get increased?

(Tick one option)

a) Sales will not increase with increase in samples

b) Cannot say
c) Sales and samples are not directly proportional
d) Sales will definitely increase if we increase samples
OBSERVATIONS
% OF RESPONDERS FOR EACH OPTION

Sales will not increase

with increase in samples

Cannot
say

Sales and samples are

not directly
proportional

Sales will definitely

increase if we increase
samples

14

25

55

Responders %

60
40
20

55

25
14
5

0
Sales will not
increase
with
increase in
samples

Cannot say

Sales and
samples are
not directly
proportional

Sales will
definitely
increase if
we increase
samples

55% of field staff felt that increase in physician samples leads to increase in sales. This
response clearly shows the psychological attachment of field staff towards physicians samples
as promotional tools with reference to neurologists.

18

In Psychiatry, Your current Oleanz sale per month is 13pprox... lak per month and you are
getting average of 30 units as samples a month. If we decrease samples by 50%, what % of sales may
get decreased?

(Tick one option)

a) Sales will not decrease with decrease in samples

b) Cannot say
c) Sales and samples are not directly proportional
d) Sales will definitely decrease if we decrease samples

% RESPONDERS PER EACH OPTION

Sales will not decrease

with decrease in samples

Cannot say

Sales and samples are

not directly proportional

Sales will definitely decrease

if we decrease samples

11

24

29

37

OBSERVATIONS

% OF RESPONDERS
37
40
35
30
25
20
15
10
5
0

29
24
11

Sales will not

decrease with
decrease in
samples

Cannot say

Sales and
Sales will
samples are
definitely
not directly decrease if we
proportional
decrease
samples

37% of field staff said that sales will not decrease with decrease in samples and 29% said
that sales will decrease if we decrease samples. This response also indicates that 29%
field staff have fear that sales gets affected negatively if we decrease samples with special
reference to psychiatrists.
19

What according to you is happening to samples receiving by Psychiatrists and

Neurologists from various pharma companies?
Neuro Psychia
a) Most of samples gets expired and gets un noticed by doctors
b) Cannot say and not observed
c) Doctors segregate molecule wise and use in some patients

OBSERVATIONS
% OF RESPONSES FOR PSYCHIATRISTS

Most of samples
gets expired and
gets un noticed by
doctors
32

Doctors segregate
Cannot say
molecule wise and
and not
use in some
observed
patients
6

% RESPONSES FOR NEUROLOGISTS

Most of samples
Cannot say
gets expired and
and not
gets un noticed by
observed
doctors

62

28

Doctors segregate
molecule wise and
use in some
patients

66

32% of field staff felt that, samples gets expired with respect to psychiatrists
and 28% of field staff felt that, samples gets expired with respect to
neurologists
Majority field force 62% for psychiatrists and 66% neurologists, under the
impression that doctors segregate samples and use in some patients

20

Do you prefer routine or regular samples to be given or give samples as per needs or
demands of doctors? (Give one option for psychia and one fpor neuro)
Psychia Neuro
a) Give samples routinely / regularly
b) Need based sample method is preferred

OBSERVATIONS
PSYCHIATRISTS

NEUROLOGISTS

Give samples
routinely /
regularly

Need based
sample method is
preferred

Give samples
routinely /
regularly

Need based
sample method is
preferred

30

70

30

70

In contrast to earlier response, field staff (majority 70%) suggesting

company to adopt need based sample method for psychiatrists &
Neurologists, which means, samples to be given by identifying need of
doctor

21

What according to you is a better reminder ?

Psychia Neuro
a) Reminder cards
b) Physician samples

Observations
PSYCHIATRISTS

NEUROLOGISTS

Reminder Physician Reminder Physician

cards
samples
cards
samples
71

29

73

27

According to 71% field staff with ref to neurologists, reminder cards considered
to be the best reminder and also, 73% felt that reminder cards preferred over
samples with ref to psychiatrists

22

Do you prefer to give samples to doctor only when he asks or routinely give to remind a
brand?
Psychia Neuro
a) I will usually give only when doctor asks
b) I will give samples to remind a product
OBSERVATION

PSYCHIATRISTS

NEUROLOGISTS

I will usually give

only when doctor
asks

I will give samples

to remind a
product

49

51

I will usually give I will give samples

only when doctor
to remind a
asks
product
52

48

With respect to giving samples, 49% field staff feels that for psychia and 52% neuro,

customers usually were given with samples only when they ask. Close to similar
response with ref to giving samples as reminder to doctors
.

23

In the last one month, how many doctors asked you samples ?
Psychia

Neuro

a) How many doctors asked you samples

How many psychia and neuro you have in your list

Observations
Psychiatrists Psychiatrists in Neurologists
asked samples List
asked samples
443
4172
238

Neurologists % of Psychiatrists % of Neurologists

in list
asked samples
asked samples
3034
10.6
7.8

This was very critical for evaluation.Just 10.6% of psychiatrists and just 7.8% of
neurologists only asked for samples in the last one month This is in contrast with earlier
responses and indicate that field staff attached psychologically with samples.

24

You are given with an opportunity to ask for one most preferred item as brand reminder.
Which one you prefer out of these two?
Psychia

Neuro

a) Physician samples
b) Table top reminder gift items

Observations
PSYCHIATRISTS

NEUROLOGISTS

Table top
Physician
reminder gift
samples
items
30

Physician
samples
70

19

Table top
reminder gift
items
84

Majority 70% field staff with reference to psychiatrists and and 84% field staff
with reference to neurologists were in favour of TABLE TOP GIFT REMINDER
item preferred over physicians samples

25

CHAPTER 3B (Responses by Psychiatrists and

Neurologists based on their real experiences)
When quality is constant, you usually recommend a product based on .(tick only one)
a)
b)
c)
d)

Familiarity of company
Familiarity of brand
Familiarity of representative visiting
Physicians sample being given

Observations
% NEUROLOGISTS RESPONSE ON NEW Rx generation influencing factors
Familiarity Familiarity of Familiarity of
Physician's Sample
of company Brand
representative visiting being given
50
25
23
2
% PSYCHIATRISTS RESPONSE ON NEW Rx generation influencing factors
Familiarity Familiarity of Familiarity of
Physician's Sample
of company Brand
representative visiting being given
37
14
40
9

The influencing factor for prescribing a brand for 40% of psychiatrists is familiarity
of representative visiting and for 37% of psychiatrists is familiarity of company
For 50% of neurologists, the influencing factor for prescribing is familiarity of
company followed by familiarity of brand and representative visiting @ 25% and
23% respectively Physician samples are influencing factor for only 2% neuros and
9% psychiatrists

26

According to you, familiarity of the brand is because of (rank in order 1 to 4)

a) Scientific communication/ literature support
b) Continuous reminders by medical representative
c) Table top reminders
d) Physician samples on regular basis

Observations
neurologist Rank wise responses
Rank

Scientific
communication/
literature
support

1
2
3
4
total

70
35
9
2
116

Rank

1
2
3
4
total %

Continuous
Table top
reminders by reminders
medical
representative
38
59
14
5
116

2
16
63
35
116

Rank wise responses FROM PSYCHIATRISTS

Scientific
Continuous
Table top
communication/ reminders by reminders
literature
medical
support
representative
47
51
15
17
130

Responses summary % of item wise

Scientific
Continuous Table top Physician
communicat reminders by reminders samples on
ion/literatur medical
regular
e support
representativ
basis
e
6
60
33
2
5
5
30
51
14
4
31
8
12
54
27
74
2
4
30
64
116
100
100
100
100

Physician
samples
on regular
basis

45
67
13
5
130

Physician
samples
on regular
basis
18
24
56
32
130

Responses summary % of item wise

Scientific
Continuous
Table top Physician
communicat reminders by reminders samples on
ion/literatur medical
regular
e support
representative
basis

12
13
31
74
130

36
39
12
13
100

35
52
10
4
100

14
18
43
25
100

The familiarity of brand as per 60% of neurologists is scientific

communication and literature support followed by continuous reminders by
medical representative for 33% of neurologists
But, in case of psychiatrists, the familiarity of brand is because of scientific
communication only by 36% of psychiatrists followed by representative
reminders by 35% psychiatrists

27

9
10
24
57
100

Please rank the following from 1 to 4 based on your preferences

a) Scientific communication (articles/literature etc)
b) Physician samples
c) Table top reminders (pens/ Rx pads/reminder cards etc.,)
d) Patient education charts/material

Observations
Responses summary total item wise FOR NEUROLOGISTS
Rank
1
2
3
4
total

Responses summary % of item wise

Patient
Scientific
Patient
Scientific
education
communication/l Physician Table top education
communication/l Physician Table top
iterature support samples reminders charts/material iterature support samples reminders charts/material
97
6
9
7
84
5
8
6
12
26
15
62
10
22
13
53
7
31
60
17
6
27
52
15
0
53
32
30
0
46
28
26
116
116
116
116
100
100
100
100

Responses summary total item wise FOR PSYCHIATRISTS

Rank
1
2
3
4
total

Responses summary % of item wise

Patient
Scientific
Patient
Scientific
communication/l Physician Table top
education
communication/l Physician Table top education
iterature support samples reminders charts/material iterature support samples reminders charts/material
64
18
21
14
49
14
16
11
28
28
18
47
22
22
14
36
12
31
64
27
9
24
49
21
26
53
27
42
20
41
21
32
130
130
130
130
100
100
100
100
% RESPONSES BY NEUROLOGISTS

for 84% of neurologists and 49% of psychiatrists, the most preferred promo
tool is SCIENTIFIC COMMUNICATION AND LITERATURE SUPPORT.
PHYSICIAN SAMPLES rated as No-1 promo tool only by 5% of neurologists and
14% of psychiatrists

28

Do you change the brand to your patients because of availability of physician sample
with you?
a) Yes

b) No

Observations
NEUROLOGISTS RESPONSE & % OF CHANCES OF CHANGING BRAND

YES
9

NO
107

YES
8

NO
92

PSYCHIATRISTS RESPONSE & % OF CHANCES OF CHANGING BRAND

YES
34

NO
96

YES
26

NO
74

Majority of neurologists 92% said that, they will never change the brand even if
they have samples available with them
Even, Psychiatrists majority 74% said that they will not change brand even if
sample available with them.

29

Which one do you advise for pharma companies among the following? (please tick only one)
a) Give samples only for new products
b) Give samples only when doctor ask for a patient
c) Give samples regularly as reminders

Observations
NEUROLOGIST ADVISE No OF RESPONSES & % OF RESPONSES PSYCHIATRIST ADVISE No OF RESPONSES & % OF RESPONSES

Give samples
only for new
products
24
Give samples
only for new
products
21

Give samples only

when doctor ask
for a patient
69
Give samples only
when doctor ask
for a patient
59

Give samples
regularly as
reminders
23
Give samples
regularly as
reminders
20

Give samples
only for new
products
36
Give samples
only for new
products
28

Give samples only

when doctor ask
for a patient
62
Give samples only
when doctor ask
for a patient
48

Give samples
regularly as
reminders
32
Give samples
regularly as
reminders
25

69% of neurologists suggested company to give samples only when doctor asks
for specific patients and 24% suggested to give samples only for new products
59% of psychiatrists suggested company to give samples only when doctor asks
and 21% suggested to give samples only for new products

30

Which one according to you is the best reminder of brand (tick only one)
a)
b)
c)
d)

Brand reminder items on table (paper weights/ pen stands/ Rx Pads/ pens etc.,)
Scientific updates with advertisement of brand
Physician samples
Patients feedback on a brand

Observations
Number of responses and % of responses NEURO
Scientific updates
Patients
Brand reminder with advertisement Physician feedback on
items on Table of brand
sample
brand
26
58
7
25
Scientific updates
Patients
Brand reminder with advertisement Physician feedback on
items on Table of brand
sample
brand
22
50
6
22

Number of responses and % of responses PSYCHIA

Scientific updates
Patients
Brand reminder with advertisement Physician feedback on
items on Table of brand
sample
brand
30
62
18
20
Scientific updates
Patients
Brand reminder with advertisement Physician feedback on
items on Table of brand
sample
brand
23
48
14
15

For 50% of neurologists, the best reminder is scientific updates followed by

patients feedback on brand in 22% of cases In case of 48% psychiatrists, the
most preferred brand reminder is scientific communication followed by table
top remiders
In case of both neurologists and psychiatrists, the least preferred brand
reminder is PHYSICIAN SAMPLES

31

Can a physician sample on your table influences you to prescribe a brand to your patient?
a) Yes

b) No

Observations
NEUROLOGISTS SUMMARY
YES
NO
29
87

% RESPONSES
YES
NO
25
75

PSYCHIATRIST SUMMARY
YES
NO
36
94

% RESPONSES
YES
NO
28
72

75% OF NEUROLOGISTS & 72% OF PSYCHIATRISTS Said categorically that,

Physician samples cannot influence them while giving prescriptions

32

Daily you see many representatives and they leave bundles of samples on your table what happens
to all these physicians samples (tick only one)
a) Many of them will expire
b) I leave all those samples there only and later administrative staff clears it off
c) I have mechanism to segregate brand wise samples and give to patients

Observations
Neurologists response

Psychiatrists Response

Many of Administrativ Segregate

them will e staff clears and use in
expire
them off
patients

Many of Administrativ Segregate

them will e staff clears and use in
expire
them off
patients

31
16
69
Neurologists % of response
Many of Administrativ Segregate
them will e staff clears and use in
expire
them off
patients
27

14

59

36
23
71
Psychiatrists % of Response
Many of Administrativ Segregate
them will e staff clears and use in
expire
them off
patients
28

18

55

59% of neurologists and 55% psychiatrists said that they segregate samples item wise and use
in some patients.
27% of neurologists and 28% of psychiatrists said that the samples will expire followed by
14% neurologists and 18% psychiatrists do not know the status as administrative staff takes
them off

33

Recommendations
Based on question wise observations through question and answer
analysis pertaining to neurologists, psychiatrists and field staff, following
recommendations were made.

Company can cut the existing Physicians samples budget by 50%

for the reason being, both neurologists and psychiatrists said that
physician samples cannot influence their prescribing behaviour &
only 5% of neuro and 14% of psychiatrists rated physicians
samples as preferred promotional tools. Also to support this view
point, 92% neurologists and 74% of psychiatrists said that they
will never change a brand due to physician sample availability
and 75% neurologists & 72% psychiatrists said that samples
cannot influence their prescribing behaviour

Company can consider need based sample strategy instead of

sending samples to all territories. It means, physicians samples to
be given only for the doctors where there is a need expressed

Brand familiarity is mostly due to scientific communication as rated

by neurologists and psychiatrists. Hence, company is suggested to
improve scientific communication content while promoting products
instead of banking on small gifts or other tools

Representative familiarity is considered to be the major influencing

factor while recommending brand in case of psychiatrists and
company familiarity is the major factor in case of neurologists.

34

This observation suggesting the company to have good employee

retention strategies

Company is advised to adopt good medical training practices

through medical team for marketing planning staff as the scientific
communication

is considered to be the most preferred

promotional tool

It was observed that majority of field staff psychologically attached

to physicians samples and has a feeling that the same influence
prescribing behaviour of doctors. This was proved to be wrong on
analysing the responses of neurologists and psychiatrists. This
observation compelled me to suggest the organization to show the
responses of doctors to entire field staff at an appropriate platform
(preferably cycle meetings) and make them aware on the fact that
it is not physician sample but the scientific communication which
influence the doctor to prescribe a brand.

35

Conclusions
The project findings and recommendations facilitates Sun Pharma
CNS divisions to arrive at appropriate Physician sampling strategy

As project findings indicate the need for substantial reduction in

current Physician sample budget from 4 Crores to 2 Crores for
the financial year 2015-16 and substantially reduce sample budget
of current year for balance period

Simultaneously, Organization need to undertake periodical training

programmes to marketing planning team mediated by medical
department as the findings in favour of scientific communication
and current practices mostly dominated by Gift articles and other
trade gimmicks

Educate and make the field staff aware on the fact that the
influencing factor for generating Rxs is scientific and academic
services and physicians samples has least role in the process.
Cycle meetings to be taken as platform for appraising field staff
on the same

36

Limitations
This project findings are applicable only for 4 neurology
and psychiatry divisions of sun pharma and may not be
appropriate for other 17 divisions of Sun Pharma
The doctor sample size taken for the project is just 3.5
to 4 % of total doctors available in India which may turn
differently when we take up senses study involving all
Some of the responses by doctors may be biased and
their real preferences may be different which influences
project findings
Any misinterpretation while answering the questionnaire by
field staff or doctors might have influenced project findings

37

Future Scope
The observations and findings made through this project
expand the scope of further research into various
promotional tools across all other specialities like
Optholmology, Gynaecology, Ortho, Cardio, Diabeto,
Nephro, Uro, Oncology, Gastro, Derma segments to arrive
at appropriate promotional tools for organization.
This project stands as basis for other organizations and
research groups while formulating strategies for building
brands

38

References & Annexures

1. www.google.com
2. Wikipedia

Annexure 1: Questionnaire administered to field staff.

SURVEY ON PHYSICIAN SAMPLES AS PROMOTIONAL TOOLS
I, Ramesh Kumar, have undertaken a project as a part of my curriculum for a management
program. This questionnaire being administered to understand the customer preference with
respect to physician samples as promotional tools.
Please spare few minutes of your valuable time and answer this simple questionnaire as honestly as
possible.
Q 1 Please rank the promotional tools in your order of preference (Rank 1 being most preferred and
4 the least preferred)
a) Scientific Literature
b) Table top reminder gift items
c) Scientific and academic services
d) Physician Samples
Q 2 In Neurology, Your current Maxgalin sale per month is approx.. lak per month and you are
getting average of 30 units as samples a month. If we increase samples by 50%, what % of sales may
get increased?

(Tick one option)

e) Sales will not increase with increase in samples

f)

Cannot say

g) Sales and samples are not directly proportional

h) Sales will definitely increase if we increase samples
Q 3 In Psychiatry, Your current Oleanz sale per month is approx.. lak per month and you are
getting average of 30 units as samples a month. If we decrease samples by 50%, what % of sales may
get decreased?

(Tick one option)

39

e) Sales will not decrease with decrease in samples

f)

Cannot say

g) Sales and samples are not directly proportional

h) Sales will definitely decrease if we decrease samples

Q4 What according to you is happening to samples receiving by Psychiatrists and Neurologists from
various pharma companies?
Psychia Neuro
d) Most of samples gets expired and gets un noticed by doctors
e) Cannot say and not observed
f)

Doctors segregate molecule wise and use in some patients

Q 5. Do you prefer routine or regular samples to be given or give samples as per needs or demands
of doctors? (Give one option for psychia and one fpor neuro)
Psychia Neuro
c) Give samples routinely / regularly
d) Need based sample method is preferred
Q6. What according to you is a better reminder ?
Psychia Neuro
c) Reminder cards
d) Physician samples
Q7. Do you prefer to give samples to doctor only when he asks or routinely give to remind a brand?
Psychia Neuro
c) I will usually give only when doctor asks
d) I will give samples to remind a product
Q8. In the last one month, how many doctors asked you samples ?
Psychia
b) How many doctors asked you samples
How many psychia and neuro you have in your list

40

Neuro

Q9. You are given with an opportunity to ask for one most preferred item as brand reminder. Which
one you prefer out of these two?
Psychia

Neuro

c) Physician samples
d) Table top reminder gift items

Annexure 2: Questionnaire administered to Neurologists and Psychiatrists

SURVEY ON PHYSICIAN SAMPLES AS PROMOTIONAL TOOLS

I, Ramesh Kumar, have undertaken a project as a part of my curriculum for a management program.
This questionnaire being administered to understand the doctors preference with respect to
physician samples as promotional tools. Please spare few minutes of your valuable time and answer
this simple questionnaire
Q1. When quality is constant, you usually recommend a product based on .(tick only one)
e)
f)
g)
h)

Familiarity of company
Familiarity of brand
Familiarity of representative visiting
Physicians sample being given

Q2. According to you, familiarity of the brand is because of (rank in order 1 to 4)

e)
f)
g)
h)

Scientific communication/ literature support

Continuous reminders by medical representative
Table top reminders
Physician samples on regular basis

Q3. Please rank the following from 1 to 4 based on your preferences

e)
f)
g)
h)

Scientific communication (articles/literature etc)

Physician samples
Table top reminders (pens/ Rx pads/reminder cards etc.,)
Patient education charts/material

Q4. Do you change the brand to your patients because of availability of physician sample with you?
b) Yes

b) No

Q5. Which one do you advise for pharma companies among the following? (please tick only one)
d) Give samples only for new products
e) Give samples only when doctor ask for a patient
f) Give samples regularly as reminders
Q6. Which one according to you is the best reminder of brand (tick only one)

41

e)
f)
g)
h)

Brand reminder items on table (paper weights/ pen stands/ Rx Pads/ pens etc.,)
Scientific updates with advertisement of brand
Physician samples
Patients feedback on a brand

Q7. Can a physician sample on your table influences you to prescribe a brand to your patient?
b) Yes

b) No

Q8. Daily you see many representatives and they leave bundles of samples on your table what
happens to all these physicians samples (tick only one)
d) Many of them will expire
e) I leave all those samples there only and later administrative staff clears it off
f) I have mechanism to segregate brand wise samples and give to patients
Doctors Name:

Station:

42